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Digital Entrepreneurship Note 3

The document discusses how to identify and connect with a target audience. It defines a target audience as a specific group that is most likely to buy a product or service. It emphasizes the importance of understanding the target audience and knowing their needs, interests and behaviors. The document then provides tips on how to find a target audience by leveraging data insights, segmenting them into subgroups, and engaging with them with relevant content tailored to personas.

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0% found this document useful (0 votes)

41 views

Digital Entrepreneurship Note 3

Uploaded by

Fatikaguru

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

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What Is A Target Audience And How Do You Find It

As a marketer, your goal should always be to reach the right decision-makers with the right
message at the perfect time.

People with a propensity to engage or buy are your target audience. Depending on your areas
of expertise, your target audiences could work in various business roles

Why Is It Important To Know Your Target Audience

Know your audience – it’s the foundation of any successful marketing campaign.

The phrase “knowing who you’re trying to reach” refers not only to understanding the needs of
your audience but also to what they want, and how they like to engage. This is important,
especially when competing online, where everyone is trying to ensure that their brand is
discoverable – and that their content is top of mind and relevant for their target audience.

Understanding your target audience is pivotal to all your marketing efforts. It sits at the center
of any campaign, right between your broader go-to-market strategy and your personalization
and promotional tactics.

What Is A Target Audience

A target audience is a specific group of people who are most likely to buy your product or
service. It sits in the middle of all your targeting and campaign strategies.

It differs from your target market – which is much broader and includes groups who ‘may be
interested’ and persona targeting – ideal groups of people who form ideal customers.

Types Of Target Audiences

Depending on your product or service and industry (B2B or B2C), there are many types of target
audiences. Regardless, your goal should be to connect with your audience in such a way that
you can deliver relevant and helpful content.

To do this, you need an understanding of your customer or client base by analyzing traits related
to how they live life and what interests them most – be it sports cars or cooking show recipes.
Examples Of Target Audiences

Defining your target audience is a great way to ensure you’re reaching out and touching people
who will most likely become customers.

For example, BMW has a specific target audience to whom it offers multiple types of vehicles
(and now experiences) based around “The Ultimate Driving Machine.”

BMW has been known for its high levels of customer loyalty, but it also seeks out new
customers. While the primary target audience is affluent customers, it also markets to many
types of consumers, whom it segments and targets globally.

Target audience is something that every business must have in mind.

How To Find And Connect With Your Target Audience

Either way, your target audience is something every business must have in mind. However, it
helps to identify target personas that go much deeper, especially within B2B marketing.

Below are three essential practices to help you connect with your target audience and segment
your target audience strategies.

1. Finding And Understanding Your Target Audience.

Leveraging business intelligence to understand consumer (target audience) behavior is essential

in today’s digital era.

From conducting outbound surveys to leveraging data-driven insights, finding intent-based

purchase patterns are key to success.

-Start With What You Know

No one should know your target audience more than you. Make sure you have listed all the
things that make up an average customer profile.

How old are they?

Are they male or female?

Where do customers work or live?

What kind of household do they lead?

-Utilize Data-Led Insights

There is no better way to understand your customers and find new ways to engage with your
target audience than via search data. If you know what your audience wants, you can connect
with them in a relatable way.

For example, when the weather is cold or when the snow season begins, there’s likely more
interest among consumers who enjoy skiing as their hobby.

Understanding how people search and what their preferences are can tell you quite a lot about
your customers.

-Target Audiences On Social Media

Who are your followers? What do they like to see from you on social media channels such as
Facebook, Twitter, or Instagram? You can see this by looking at your social media analytics.

Most major social media platforms have information about visitors that will show up in charts
broken down by age range or gender, giving valuable insights into what people want to see
more often.

For example, Facebook (Meta) insights can give valuable insights into your audience.

This will help you connect with more people in your target audience. You can see age and
gender breakdowns, education levels, job titles, relationship statuses, or lifestyles – all in one
place.

2. Segmenting Your Target Audience

Market segmentation allows you to analyze and reach your targeted audience by dividing large,
homogenous markets into clearly identifiable segments. Customers can be identified and split
up based on specific criteria or similar traits that lead them towards having the same
wants/needs regarding the products or services you offer.
If you look at Nike, the key to its success is through targeting and segmenting its audience into
three key areas – men, women, and children. Nike has also successfully targeted millennials and
Gen Z.

One key factor related to consumer behavior among the youth market is that they like buying
from brands considered trustworthy and diverse in their offerings; Nike fits this perfectly.

The following are some audience characteristics worth considering when designing campaigns:

 Demographics such as age and gender (e g., millennials).

 Education level or occupation type.

 Geography determines where they live within a country.

 Language considerations.

 Psychographic goals & motivations tapped through surveys conducted collaboratively.

Persona Building

Personas are invented characters representing groups of people with similar interests, goals, and
desires. They can help you figure out how to reach your audience more personally while delivering
the right message at the perfect time.

When creating personas, it’s essential to focus on the personalities and stories of your audience.

3. Engaging With Your Target Audience

Keep your buyer personas on hand as you produce content and write posts, articles, and social
media material. It’s easy to forget that a real person will be reading what you put out there.

So make sure they feel like their needs are being met by making your content authentic. This
helps ensure people trust you more easily when it comes time for them to share information
about themselves.